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"Design Inc has succeeded in creating advertising and DM that communicates Thistle Guoman distinct brand values whilst clearly promoting individual hotels and offers. The quality of these campaigns this year has contributed largely to the increased revenue we have been able to report this year."

Marketing Manager, Guoman & Thistle Hotels

Background

Venue marketing is a busy and complex marketplace. New and unusual spaces offered by a wide range of new players entering the fray and constant competition from the more established hospitality industry providers means that to retain and increase market share hotels must reinvent themselves and keep one step ahead of meetings and conferences customer needs, wants and expectations.

Guoman & Thistle Hotels are investing in a wide ranging and multi-million pound series of refurbishments for their range of unique and individual hotels throughout the British Isles. To promote the user benefits of this investment Guoman & Thistle Hotels want to initiate and maintain an ongoing dialogue with the evolving and somewhat elusive meeting booker community. That’s both direct bookers and those booking through agents. Design Inc provides compelling vehicles for this dialogue in digital and print formats both before, during and after major trade events such as Confex and Office.

Approach

12% agency commission campaign

Creating a hard working and refreshing format for a branded advertising campaign can be challenging. And stand alone communications need to be robust. In order to achieve stand out. The Design Inc solution included developing a suite of illustrations to bring some B2B brand personality to the dialogue. These are eclectic and quirky to soften the face to market.

Data capture, cleansing and distribution of eshots with click-through links to special landing pages enables targeted messaging and lead conversion. This ca be especially effective pre during and after events.

Results

Business bookings are on the up. Effective communication of offers, incentives and loyalty schemes for first time and repeat bookers have meant that event bookings have risen by 25% during the first half of 2012.

Design Inc has succeeded in creating advertising and DM that communicates the Guoman & Thistle Hotels distinct brand values whilst clearly promoting individual hotels and offers. The quality of these campaigns this year has contributed largely to the increased revenue we have been able to report this year.